This document is a statement of intent for two media products - a music video and accompanying website. For the music video, the student plans to represent gender and race in ways that challenge stereotypes using theories from Van Zoonen, Gilroy, and Butler. Narrative structure and codes like color, shots, subtitles and symbols will be used to convey meaning. For the website, it will feature the female artist and use color schemes and graphics to maintain the theme of femininity. Both products will link through shared logos, credits, and consistent design elements to demonstrate digital convergence.

1. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
Centre number Centre name
Candidatenumber Candidate name
Brief chosen:
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How do you intend to use the four areas of the media theoretical framework to communicate meaning
and meet the requirements of your chosen brief? (approx. 400 words)
Product 1
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Advanced GCE in Media Studies H409/03/04 Making media
Media Studies
Statement of Intent
MARIA ANGELOVA
Music Video Brief
Media representation will be portrayed in my music video as the female character in the part of the
disequilibirum is represented as being upset and angry as she sees the male with another girl. This links
to Van Zoonen`s theory and conforms to her argument that females are emotionally weaker than males,
therefore more emotional. Male representaiton will also be visible in my video. The male character will
challenge negative stereotypes held upon black people such as being poor & coming from gangs. This
will be challenged as the male character in the setting of the restaurant will be wearing a suit therefore
portryaing him in a formal way. Gilroy suggests that as a result of the colonial period, black people in
contemporary society are represented in the media as not as successful as white western people. This
will be challenged as the male character will be occupying the second main role showing his importance
and also by having the story`s focus based on him and the first female actor.
The female will also be represented in very feminine ways through the use of make-up and the clothes
she is wearing meaning that as Butler suggests this can impact on the way that the audienes construct
their own ideas about gender such as what being a `female` is like.
Media language will be present as a disequilibrium will occur. Relating to Todorov`s narrative theory as
the video will start of with an equilibrium followed by a disruption of the equilibrium (diesquilibrium) as
the male and female get into an argument and a new equilibrium comes into place at the end of the video
when the two characters are in good terms. Media language will be visible by the use of media codes-
colours. Colours will differ in order to portray the mood of the song at each moment.For example, i will
be using warmer and saturated colours like pink in the ending to show the re-establishment of the
equilibrium. I will be using different shot types in order for the audience to be able to have a look at

2. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
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Product 2
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the mise en scene by wide shots or at the characters and their feelings by close up shots. I am planning
to add subtitles in the music video in order to allow the audience to understand the conversations of the
actors that they are having over the phone as well as their emotions such as the girl being angry, upset &
jealous at the time of the conflict. And lastly, the colour of the typography such as in the opening and
closing credits will relate to one of the ideas of the music video which is to portray the idea of
`femininity`, therefore many of the colours i will be using are going to be colours associated with
femininity. Symbolic codes- the suit that the male will be wearing will symbolise formality and
proffesionalism of the male which will act as a counterstereotype for estereotypes held about black
people as coming from gangs & being violent. Audio codes such as the sound of sound beginning to
fade aways as the video ends can be identified as enigma codes as the sound fades away may trigger the
interest of the audience.
Media Industries- On the top of the production of the music video which is the first product, i will be
working on developing and making the second media product which will be a website. Features that will
be used in both products will allow for a synergy to be established between the 2 products. For example,
features will include credits such as closing and opening credits, artist logo and production company.
The use of the following features, such as information about the production of the video including names
of actors, director and production company name which will included in the closing credits, will highlight
the synergy (if any is going to be used as planned). Furthermore, the artist logo being present in the
music video as well as in the website will portray the collaboration of the 2 products and the synergy
between them.
Media Audience will be addressed in my music video as my target audience/market will be an audience of
fun and loving 16-25 year olds. The gender targetted will be all genders which will be seen through the
use of both male and female actors. The male character will be a black skin boy therefore this will
demostrate that all ethnicities will be targetted so the music video will not be ethnocentric- ignoring
ethnic diversity and focusing only on one ethnicity. The region will be across all of the UK as the song
will be English, however everyone will be able to view or consume it as it will be open to all. The cross
cultural consumer group targetted will be mainly the Explorer as the 2 characters will be constantly
discovering new stuff about eachother and learning which will later on in the music video result in them
ending up in a relationship, which will be shown at the end of the music video. The socio- economic
targetted will be C2D mainly but also E, as most people betwee the ages of 16-25 are in education
therefore some of the audience that is in education may not be employed.
Media Representation- In my website, representation will be evident through the use of female images
such as all images in the website being of the artist which is a female. This therefore emphasises the
female dominance as well the idea of femininity i am implying with both of my products. This therefore
protrays females as successful acting as a counterstereotype for ideas about patriarchy as Van Zoonen
suggests, such as females being portrayed in the media as subordiate which is challenged by the
represenation in my website.
Media Language- In my website, media language will be present thriugh the use of different codes as
Barthes theory suggests. Symbolic codes such as colour patterns which will be present in the logo which
will be embedded in the website using saturated and warm colour such as orange and pink which are
therefore all symbolic codes that sybolise the theme of femininity and how products as such are
associated with female appearance. Colour patterns will also be visible in the design of the website, such
as pink used to symbolise the theme of femininity.
Media insutries will be in my video by the use through including the use of logo and a link to the music
video. Includingt the link to the official music video can act in way of promoting the artist and the music
video itself. I will also be including the production company logo too.
The media audiences targeted would likely be young people who will use the website much more often
than the older adults who may not find it as interesting and also find it confusing. Therefore this relates
and portrays that the target audience age demogrpahic is 16-25 year olds. The audience may
predominantly be girls if i am going to be using the `feminine` colours however if a male looks at the
website and follows the link of the music video they will become aware that all genders and ethnicities
are targeted.

3. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
How do you intend to link your media products to demonstrate your knowledge and understanding of
the digitally convergent nature of your media production? (approx. 100 words)
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In order to link my products and establish a relationship between them i will be using a number of
features in bith products. For example, the artist logo and the production company name and logo will be
both embedded in both media products portraying their collaboration. Furthermore, the music video will
also be linked and advertised through the website as i will including in the website a link to the official
music video. In addition to this, symbolic codes as identified by Barthes theory such as colour patterns
will be in both of the products with having the feminine colours such as pink being the main colour used
in both of the products. And lastly, for the written codes such as the typogrpahy and the graphics the
font use will be the same.